To those who live in their little bubble,
That a girl can’t juggle between the office and the home,
Because they think it’ll be such a struggle.
Well, it’s the last thing on my mind.

And how some colleagues get a kick
By shooting their mouth too quick,
About how I’m getting ahead,
Just because I’m a chick!
It’s the last thing on my mind.

Or that question that everyone seems to have on their face
About why I act like I own the place.
It seems like their fragile egos I bruise, with my views,
Because they think I’m getting too big for my shoes.
Yeah, I’m just an intern, but acting like one
Is the last thing on my mind.

The catch that we shouldn’t have a screaming match.
That debate whether a girl should work late.
How they fuss that market visits to Tier-3 towns are not for us.

“Oh, how heavy these boxes are!”
And honestly, should girls be going to such a bar?
Really, it’s the last thing on my mind.

And whoever came up with this silly notion
That a girl should dress according to her profession?
It’s the last thing on my mind.

Or how just by telling a few dirty jokes,
I become less of a woman and more of a bloke.
Big deal!

We are not long term, is something they believe.
Because soon we’ll get married and go on maternity leave!
That’s the last thing on my mind.

And how they sit and smirk
That if a girl looks good,
She’s probably not good at her work.
It’s the last thing on my mind.

The only thing on my mind is to bring my best to work.

Credits
Advertiser: Mia by Tanishq
Agency: MullenLowe Lintas Group

You need ‘The Triple S’ ad strategy to positively connect brands with potential consumers via mobile ads! The Triple S – Sensitive, Sensible and Smart strategy.

Checkout how did Widespace and Penguin Random House International UK embraced The Triple S strategy to create awareness and purchase intent of a new book. With ad recall 4x higher than the digital display market average, the book sales figures had surpassed the set target. The campaign was also shortlisted as ’Most Effective Brand Campaign’ at the Effective Mobile Marketing Awards 2015.

Challenge

Penguin Random House sought to create awareness and purchase intent of the new book by EL James, “Grey”, among the millions of original Fifty Shades fans. By bringing attention to the book via mobile, the ultimate goal was to drive sales both online and in physical stores.

Solution

Penguin Random House used Widespace’s mobile TakeOver format to create an impactful ad with a positive user experience, with an animation function to maximise attention. To ensure the most relevant audience was reached, the ad was integrated natively into premium lifestyle and entertainment sites such as Cosmopolitan, Digital Spy and Grazia, and Widespace’s Brand Algorithm was used to find the most interested users within these environments. iPhones were specifically targeted as the ad linked directly through to the iTunes store page with the option to purchase the book immediately.

Results

The Brand Impact Study showed that half of the exposed users recalled the Widespace ad and 80% of those users found the ad very interesting. The author awareness uplift was 46% and an astonishing 43% of exposed users would purchase a book by E L James, a 153% uplift versus the control panel. The physical and online sales figures surpassed client targets. As a consequence of these results, this campaign was shortlisted as ’Most Effective Brand Campaign’ at the Effective Mobile Marketing Awards 2015.

Senior Marketing Manager, Sarah Ridley at Penguin Random House had to say:
“Our main aim with the mobile campaign for Grey was brand awareness and making sure the millions of original Fifty Shades fans out there knew the new book was out and available to download. Mobile was the perfect way to reach out to this audience in a relevant environment and Widespace’s premium format allowed us to engage with potential fans in an engaging way on appropriate partner sites. The campaign performed well and we were impressed with the brand awareness uplift amongst users who were delivered the ad.”

Three strong results:

Book sales figures surpassed targets
Ad recall 4 times higher than the digital display market average
153% uplift in purchase intent

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